This book analyzes multiple aspects of the Chinese livestreaming
e-commerce industry, including its development and evolution, macro
environment, market landscape, platforms, streamer structure trends,
influencers, production, and explosive marketing methods, MCN
operations, risk assessment and policy management. It not only describes
the highly developed state of the industry in China and how it has
advanced further as a result of COVID lockdowns, but also focuses on the
problems of livestreaming e-commerce and proposes solutions and
development strategies.
Investigating the development trends, the book also discusses how far
livestreaming e-commerce can go during the wind-up period. In
particular, based on the underlying logic of people, goods and fields,
it assesses the streamer structure of universal participation, product
selection, goods supply and price setting, exploring the scene marketing
methods of pop-up conversion and the strategic layout of the operating
platform.
It objectively describes the current state of the Chinese livestreaming
e-commerce market, and taking into account Chinese social, cultural, and
economic characteristics, proposes solutions to problems in the
livestreaming e-commerce industry.
This unique book reflects on the Chinese livestreaming e-commerce, and
offers insights to help readers understand the industry and the process
of industrialization. It is intended for a wide range of readers,
ranging from non-experts interested in livestreaming e-commerce, to
professionals wanting an overview of the industry's development.
